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In a striking revelation, the Children’s Commissioner has highlighted the alarming prevalence of harmful advertising aimed at children on social media. The report underlines that young individuals are constantly inundated with products promising drastic changes to their appearance, including weight loss injections, skin lightening creams, and steroids. The findings call for immediate regulatory intervention to protect young audiences from the negative implications of such marketing.
The Scope of the Problem
Dame Rachel de Souza, the Children’s Commissioner, has raised serious concerns about the emotional toll of appearance-focused advertising on children. According to her report titled *A Healthy Influence? Children’s Exposure to Appearance-Changing Products Online*, a staggering 78% of children reported that these ads adversely affect their self-esteem. Disturbingly, 41% of teenagers aged 13 to 17 admitted to seeing advertisements for prescription-only weight loss medications, despite a ban on such promotions.
The study shows that more than half of the surveyed children (54%) encountered ads for exercise and diet plans, with 52% reporting exposure to food and drink products that claimed to support weight loss. Alarmingly, 66% of children had seen promotions for teeth whitening products, and over half of girls (56%) were exposed to ads for cosmetic procedures like fillers or Botox, which are illegal for those under 18.
Disparities in Exposure
The report also reveals significant disparities in ad exposure among different ethnic groups. Approximately 46% of black children and 35% of Asian children reported seeing ads for skin lightening products, compared to just 24% of white children. Many of these skin lightening products are illegal in the UK and contain harmful chemicals. The data suggest a concerning trend, where black children are more likely to engage with appearance-altering products and weight loss plans than their white counterparts.
The issue extends beyond mere exposure. Some children reported adverse reactions after using these products, including infections linked to eyelash enhancements containing undisclosed substances. The findings echo earlier data from a 2024 survey, which revealed that only 40% of girls and 60% of boys expressed satisfaction with their appearance.
A Call for Regulatory Change
In response to these troubling findings, Dame Rachel is advocating for a comprehensive ban on advertising to children across social media platforms. This includes proposed amendments to the Online Safety Act and enhancements to Ofcom’s Children’s Code of Practice, aimed specifically at shielding children from content that promotes body stigma.
Dame Rachel stated, “Childhood is a short and precious time, but it is undeniable that children today are facing pressures like never before. Too many children are growing up in an online environment that exploits their insecurities and perpetuates the notion that they are not good enough as they are.”
She emphasised that the government must consider all available measures to safeguard children from harmful influences online. This could include restricting access to certain social media platforms for individuals under 16. However, she cautioned that any ban must be well-informed and enforceable to prevent children from seeking out riskier corners of the internet.
The Urgency of Action
Dame Rachel’s report presents a stark reminder of the urgent need for a safer online environment for children. The pervasive culture of promoting extreme and potentially hazardous appearance-altering products must be addressed to protect the developing self-esteem of young individuals.
Why it Matters
The implications of this report are profound. With children becoming increasingly vulnerable to the damaging messages propagated through targeted advertising, the need for immediate action has never been clearer. A regulatory framework that prioritises the well-being of young audiences is essential to counteract the influence of harmful products and foster a healthier online culture. The time for meaningful change is now, as safeguarding the mental health of our future generations should be a collective priority.
